Substack Brand

Substack is an online platform connects writers and their readers directly through subscription. The platform aims to provide a better writing and reading environment by paid subscription, a different business model than advertisement, where readers pay directly for writers they love. Writers are freed up from the click-based writing style, being able to write without many constraints or worries by the support of their readers. Readers also have control over what they read instead of being fed by algorithm-based content feed.

The employee welcome box was designed in 2021 when Substack was at its 3rd year and with around 30 employees. The company made effort in putting writers upfront with very little Substack brand involved in the expereince. Most users know the writers they support but not necessarily the platform behind. The direction of the brand was more low-key, supportive and literature.

A book and a box

The welcome box is designed around the concept of quiet but well thought-through. We make it so that the brand is not too intrusive and attention drawing, but softly plays an important role in people’s life. To connect with the concept of writing and reading, the box is designed as a big book, with a cover, a forward page, and a copyright page with an easter egg in the ISBN. The bookmarks are designed as library cards with some recommended readings from the founding team. The tote bag is designed with a nutrition chart with the idea of “you are what you eat, and you are what you read.” 
 
Design│Joro Chen